Adeer international raises its investments in Egypt to EGP 70bn
By Eman Hamed
Eng. Basel El-Serafy, CEO of Adeer International, revealed the company’s intention to launch the first real estate fund in Egypt during the second half of 2026, with multiple issues valued at up to $1 billion over five years.
In a roundtable discussion that brought together a group of prominent real estate journalists, El-Serafy explained that an investment model is being presented to the Cabinet and the Financial Regulatory Authority regarding the fund, which aims to increase Egyptian real estate exports and attract hard currency to the country.
It will be established in cooperation with a global financial company. He pointed out that the company’s success since launching its operations in Egypt in June 2023 with a 45,000 square meter commercial and administrative project has prompted it to increase its business volume, expand its scope of activities, and sign strategic partnerships with a group of major local developers.
He emphasized that Adeer International does not operate as a real estate developer or direct investor, but rather as a professional link between developers and investors, ensuring optimal returns for both parties, while maintaining ongoing cooperation and coordination with several government agencies.
Adeer Aims to Sign Major Partnerships
El-Serafy added that the company is proceeding to activate partnerships with major companies, including Hassan Allam Properties and Melee, a subsidiary of Al Ahly Sabbour, while studying various investment opportunities in East and West Cairo and Saudi Arabia. He also noted the company’s expansion in the hotel sector in Egypt with investments amounting to $2 billion, through an alliance comprising Midar, Hassan Allam, Sumou Investment, and Adeer.
He revealed that Adeer International has increased its investments in Egypt from EGP 5 billion to EGP 70 billion, following the signing of an agreement to develop the Mostakbal City project in partnership with Medar and Paragon. He noted that the project’s investment volume exceeds EGP 70 billion, with targeted returns exceeding EGP 100 billion over ten years.
An Innovative Business Model
El-Serafy said that the company is also exploring investment opportunities in downtown Cairo, explaining that any investment opportunity in the hotel sector is a priority, whether on the Nile Corniche or in other locations.
He pointed out that the company is implementing its innovative “Adair Business Lounge” model, which brings together investors every three months to present new opportunities and explore partnerships, within the framework of clear investment commitments that define the roles of each party, enhancing trust between all parties. He noted that this system is implemented periodically in London, Saudi Arabia, and other countries where the company operates.
The company has succeeded in expanding its network of relationships over the past period to expand into the Egyptian market, as part of its efforts to build a strong network of long-term strategic partnerships. He added that the company’s investment model is based on separating project management from investment through a company comprised of a group of shareholders to manage investment entities, ensuring the rights of both the developer and investor through clear and explicit agreements.
He explained that the company aims to implement a hotel project in downtown Cairo, including a major hotel, with a plan to add a group of other hotels in later stages.
El-Serafy stated that the company was launched in the Kingdom of Saudi Arabia and is now among the top three companies in the market, with sales exceeding 41 billion riyals and covering more than 28 million square meters, in addition to “property and asset management,” including real estate and real estate portfolios, directly or indirectly.
He pointed out that Adair International, which was founded in London on November 2, 2021, has become, in just five years, one of the world’s leading companies in the field of investment services, having built a diverse investment base of approximately 4,500 investors with whom it has cooperated since its inception. Its managed real estate portfolio in the UK has also grown from £500 million to £625 million by 2024.
He explained that the company offers a comprehensive suite of investment services, including investor relations, providing investment opportunities in both land and through developers, managing joint partnerships, and portfolio management, a service the company successfully implements in London. He also provides real estate marketing across all its branches worldwide.
El-Serafy noted that real estate funds represent a key pillar of Adair International’s strategy, as Sumou Holding has launched more than 16 funds in the Saudi market with total assets exceeding $12 billion, and is seeking to replicate this experience in Egypt.
He said that during a previous meeting with the Prime Minister, the company expressed its intention to launch a real estate fund model, while pursuing dual listings to ensure ease of entry and exit of investments and enhance transparency through stock listings on the stock exchange.
He emphasized that the company also aims to build an integrated investment system based on transparency, providing investors and developers with a safe and sustainable environment that achieves the best returns and supports the Egyptian and regional economies. It also has ambitious plans for expansion across continents, aiming to enhance its international presence and offer distinct investment opportunities in promising markets.
He explained that the company’s expansion model is based on two main components:
Full operational offices, such as those in Egypt, Saudi Arabia, and London, which enable direct management of projects and markets.
Representative offices through strategic partners in selected markets, which take longer to establish and operate, but achieve widespread reach.
El-Serafy indicated that the company is currently present in seven countries around the world through three operational offices and four representative offices, with plans to soon expand to 30 countries by 2030.
Major Expansion Plans El-Serafy emphasized that one of the company’s most important strategic goals is to market the Makkah market to 3 billion Muslims around the world by providing transparent and secure investment opportunities that contribute to the development of the Holy City and maximize its economic returns, in line with the goals of Saudi Vision 2030.
He explained that the Sumou Group is one of the largest real estate portfolio owners in Makkah, adding that prices per square meter in some areas reach 300,000 riyals, making them among the most expensive real estate areas in the world.
He pointed to the recent completion of a major deal worth more than 7 billion riyals, part of which directly overlooks the Grand Mosque. He noted that such rare investment opportunities deserve to be marketed to investors around the world, as they are high-value assets with a unique character.
The CEO of Adeer International revealed that the company is among the companies participating in developing usufruct proposals for the foreign ownership mechanism in Makkah and Madinah. He announced that the company has developed an ambitious international expansion plan, targeting a presence in 30 countries by 2030, through a mix of operational offices and representative offices in new markets. This will connect investors with real estate and investment opportunities across continents.
El-Serafy predicted expansion into countries such as Pakistan, Bangladesh, Morocco, and China, promoting Mecca and Medina after the implementation of freehold ownership in Saudi Arabia in 2026. Egypt will also serve as a hub for expansion into Africa, including Nigeria, South Africa, and Kenya.
El-Serafy explained that the business model implemented by Adeer International is highly promising, noting that the Egyptian market is likely to exceed returns expectations due to the high volume of investment demand and the many promising opportunities within it, making it one of the most attractive markets for local and international investors.
He emphasized that the company invests a large portion of its income in continuous expansion and development of its services before calculating final profitability. This stems from a strategy focused on sustainable growth and building a strong long-term base, rather than pursuing quick and limited profits. He revealed that the company aims to list a new company on the stock exchange every five years, noting that the parent group previously listed Sumou Real Estate on the Saudi market in 2020, and also listed Adeer Real Estate on the Nomu Market this year (2025). It also plans to list Adir International on the Egyptian Stock Exchange before 2030.
He emphasized that the company’s upcoming offering on the Egyptian Stock Exchange will represent a strategic step to strengthen its presence in the local market and transform Egypt into a major hub for its operations in Africa and the Middle East, in line with its vision to become a prominent global player in the real estate investment and services sector.
Eng. Basel El-Serafy confirmed that the company is the international investment services arm of the Saudi Sumou Holding Group, represented by Sumou International Investment Company, which has been considered one of the largest companies in the Saudi market since its establishment in 2008, with between 40 and 50 affiliated companies. Two of these companies are listed on the Saudi Stock Exchange, in addition to owning a land portfolio exceeding 200 million square meters.
He pointed out that Sumou Holding intends to inject new investments into the Egyptian real estate sector, which is distinguished by its strength and enjoys state support through initiatives such as the “Egypt Real Estate Platform” and the activation of the “Unified Property Number.”
He pointed out that the relative slowdown in 2025 is normal after record sales in 2024, stressing that the market still enjoys promising opportunities and investor confidence.
El-Serafy noted that Adair International is aiming to transform itself into one of the most prominent global investment entities in the coming years by building a strong network of strategic partnerships and expanding its business in promising markets.
He explained that the next five years will witness a qualitative phase in the company’s journey, with a focus on establishing new investment funds and launching major projects in Egypt and the region, consolidating its position as a cross-border investment platform.
He pointed out that the company’s vision is to transform local opportunities into global success stories, emphasizing that 2030 will be a milestone year, marking the completion of its expansion plan to 30 countries, expanding its investor base, and enhancing transparency through the listing of the company’s shares on global stock exchanges, most notably the Egyptian Exchange.
